Transportation advertising - Verkehrsmittelwerbung

A classic is advertising on the side surfaces of trams, as shown here for Jägermeister
A Rhein-Haardtbahn train with full advertising for Coca-Cola

The Transit advertising is a particular form of advertising that is in outdoor advertising where the advertising on transport is installed, and interior advertising is different. The most widespread is the attachment to local public transport , especially buses , trams or taxis . [1]

The target group for these forms of advertising is not primarily the passengers, but the other road users who see the vehicle.

While originally only the lettering of the side surfaces under and / or above the windows and the full advertising that has appeared since 1969 were common for city buses and trams , the so-called traffic boards are useda new trend since the 2000s. These are large rectangular foils that are also stuck over the windows. The rear side of buses is popular for this, as they can be viewed for longer by motorists, for example at traffic lights, in traffic jams, etc. These "moving billboards" intended for short-term (one to several weeks) advertising campaigns are special films that - as with many full advertisements - obstruct the view from the inside to the outside, but which can be removed again without much effort. Advertising on the outside of vehicles is also used for local and regional transport such as underground , S-Bahn and regional trains.

The form of advertising with smaller stickers (initially made of printed paper, later with foil), which are attached to the inside of the window and spread the advertising message on both sides, has existed since the 1920s. In the case of other forms of advertising placed in the interior of the means of transport (e.g. on signs under the roof lining or foils in the roof cove), the target group is the passengers . The advertising effect is on the passenger compartmentlimited. Snap frames serve as a holder for posters, mostly in the size DIN A3 or DIN A2, which z. B. be attached to the rear wall of the driver's cab. This medium is particularly popular with bus companies, as it allows an often unused area to be used for advertising with little technical effort. This very static form of advertising in the interior of vehicles attracts little attention. One type of indoor advertising that represents a step between static poster advertising and multimedia indoor advertising is so-called LED-supported light stripswho display advertisements in scrolling text. Disadvantages of this method are the limited graphic options and the effort to update content promptly. This is why this form of advertising as out-of-home advertising is rarely found in the interior of transport vehicles.

Since the early 1990s, there has been a trend in transport advertising to increasingly present multimedia content such as short films or commercials and thus address the target group of passengers. In addition to being used in the interiors of vehicles, this form is also used in tunnel stops for express trains. During the waiting times between train journeys, passengers are entertained with information and advertising projected onto the tunnel wall behind the track. The demonstration will be interrupted when a train arrives.

See also

Individual evidence

  1. Klaus G. Hofe, Monika Rost (ed.): Transportation advertising . In: Outdoor Advertising . 3rd edition, Creative Collection Verlag, Freiburg 2005, pp. 93–170, ISBN 3-929709-17-1 .